17-G: How Satisfied Are You With Your Purchase?: Role of Experience Variety and Self-Construal Level

Kyoung Tae Huh, Seoul National University, South KoreaYouseok Lee, Seoul National University, South KoreaSang-Hoon Kim, Seoul National University, South Korea

Prior research reveals that perceiving less variety in product usage experiences increases the satisfaction on the purchase. This research extends the finding by showing that utilitarian value plays a role in producing this effect and that this outcome is enhanced for interdependent thinkers who recognize greater similarity among product attributes.